In 2006, brothers Roy and Ryan Seider founded YETI Coolers with a simple mission: build the cooler they'd use every day if it existed. One that was built for the serious outdoor enthusiast rather than for the mass discount retailers. One that could take abuse out in the field and on the water. One that simply wouldn't break. They decided early on that product innovation would come from necessity and firsthand experience, not from market research and data analysis. And they'd never sacrifice quality for a few extra bucks. Having your cooler's lid cave in when using it as a casting platform should never be part of anyone's fishing trip.